Barbie Opens her Dream Closet in a New Global Brand Campaign

For more than 50 years Barbie has been the world’s most popular fashion doll, inspiring girls to ‘try on’ different roles and encouraging them to play out their dreams. This year, Barbie invites girls to play with fashion and dress up their imaginations with a new global brand campaign.

The “See What Happens When You Play with Barbie” campaign celebrates the style icon and her role in delivering a never-ending array of fantasy-to-career outfits for girls to explore. “In Barbie’s world, role play often leads to real life. Barbie gives girls the opportunity to be anything they want to be from a princess to a president,” said Stephanie Cota, Senior Vice President, Global Barbie Marketing at Mattel. “The new global campaign celebrates the ‘wow’ girls experience when they play with Barbie. After all, the only thing bigger than Barbie’s world is a girl’s imagination.”

Barbie Behind Pink Doors: A PINK-tastic Fashion Experience
In the Philippines, Barbie opened her Pink Doors on April 26 at The Podium and unveiled a pink-tastic fashion experience for all the guests – from  stylish make-overs, a fashionable display of Barbie apparel, shoes and accessories at her Dream Closet for the young and the young at heart, and a display of Barbie doll collections.

The Barbie Behind Pink Doors event transported fashionistas and fans in the area inside Barbie’s fantastical wardrobe complete with augmented reality technology “mirrors” that allow users to literally doll themselves up in Barbie’s most iconic, playful and glamorous outfits from the past five decades. Live models also “dressed the set” adorned in doll-lightful looks from the Barbie Fashion Collection of apparel, shoes, and accessories.

BarbieWow.com: A Global Fashion Destination for Fans of All Ages
BarbieWow.com opens its online doors as the brand’s first single, global digital destination. The pink portal will transport fans in more than 30 countries inside Barbie’s Dream Closet with unique brand integrations and new media channels of “sharing and trending” that will turn raiding Barbie’s wardrobe into real-time, globally-shared experiences.

Once inside her Dream Closet, girls of all ages can explore a world of endless fashion, accessories and imaginative play. In partnership with top digital and style destinations Polyvore, Pinterest and Rent the Runway, girls can take inspiration from Barbie to create real-life looks and designs that are all their own. The site also features a section titled “Behind Pink Doors,” where top fashion influencers share stories behind meaningful pieces from their personal closet as an example of the transformative power of fashion.

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All Doll’d Up at the Toy Aisle
As a fashion icon, the new line of 2012 Barbie products puts her fashion heritage center stage. This year, Barbie is celebrating a year full of style, fun and fantasy. See What Happens when you play with Barbie.

Barbie Design and Dress Studio Doll. The possibilities are endless for Barbie’s closet with the Barbie Design & Dress Studio, which allows girls to design their very own fashions for Barbie doll. With infinite design possibilities, the Design & Dress Studio comes with everything a girl needs to create customized fashions for Barbie and gives girls the opportunity to become a real-life fashion designer using their imagination and creativity.

Barbie Fashionistas Doll Assortment.  The Barbie Fashionistas dolls are a very fashionable tribe of friends who love expressing their unique personalities through their style. Friends Barbie, Summer, Teresa, Nikki and Raquelle dolls are reunited through their love of fashion and are ready for any adventure as long as they can be fashionably fabulous. Each doll comes with a purse.

Click 'View Gallery' below to see photos from the event.

Barbie is exclusively distributed by Richwell Trading Corporation and is available in leading toy stores and department stores nationwide. For more information about other Richwell products, visit www.richwell.net or call Richwell Trading Corporation at telephone numbers 732-5141 to 47 loc 211.  Check out Barbie Philippines on Facebook for upcoming Barbie events and promos.